Chris Cowan

Chris Cowan is consumer insight director at Kantar Worldpanel

Shoppers have become more health conscious in recent years, and nowhere has this been more evident than in the nation’s shopping baskets.

Flexitarianism is on the rise as consumers try to cut down their meat intake, retailers continue to invest heavily in free-from ranges and superfoods have hit the mainstream.

And this obsession with health – up 3.9 per cent as a driver of consumption in fresh produce since 2014 – is reflected in retailers’ advertising campaigns. Tesco’s “Little Helps to Healthier Living” campaign forms part of the grocer’s commitment to help consumers choose healthier alternatives, while Morrisons has an “Eat Smart” range. But is this focus on health alone too narrow?

It certainly remains an important motivator within fresh produce, but enjoyment is now also beginning to make its mark on shoppers, growing at a faster rate than health as a reason for consumption. With enjoyment up 7.2 per cent as the primary reason for choosing fruit and veg, it seems that Brits are increasingly picking up fresh produce because they enjoy the taste.

This is reflected in the ballooning volume sales of fresh produce within categories that have also managed to boost consumer enjoyment. Enjoyment as the primary reason for purchase in the brassica family is up 10 per cent, with an accompanying spike in volume sales of eight per cent. The same can be said of citrus fruits, where a volume sales increase of 19.6 per cent correlated with a 15 per cent boost in enjoyment as a reason for eating.

It’s interesting to note that among the influx of ready meals and pre-prepared meal packs geared towards shoppers in a rush, the speed and ease of cooking fruit and veg food is no longer such a priority. Practicality has plateaued as a reason for eating fresh produce – up just 0.1 per cent since 2014 – as the enjoyment and health benefits of these groceries trump ease of cooking.

Retailers need to broaden their narrative around health and fresh produce. Fruit and veg are tasty and communicating this effectively can help categories to grow. With the majority of campaigns aimed at the health benefits of fresh produce, now is the time to capitalise on the “mmm” factor and banish any lingering memories of sad, over-cooked Brussels sprouts.

Let’s love legumes and celebrate salads with innovative marketing that reflects how the consumer feels.